Social and cultural factors affect the attitudes and buying

Transcription

1 Social and cultural factors affect the attitudes and buying behaviour of working women. The in-depth knowledge of these factors enables marketers to achieve their marketing objectives. Working women consumers live in a complex social-cultural environment. In this chapter, four important social-cultural factors, viz., type of family, reference group, sub-culture and social class are analysed. A. SOCIAL AND CULTURAL FACTORS (a) Type of Family Family as a consuming and decision making unit is a central phenomenon in consumer behaviour. It is the most important social institution that strongly influences the buying behaviour, values, attitudes and self-concept. The role of family members in decision making process differs from family to family and from product to product. Some products are husband dominated, some products are wife dominated and some are children dominated. Still there are products on which both husband and wife share equal dominance. In nuclear family, individuals have higher liberty to take decisions whereas in joint families, group decision-making gets more preference than individuals. Therefore, marketers should study the role and the relative influence of type of family i.e. nuclear family, joint family and single parent family in the purchase of products and services. 197

2 (b) Reference Group Reference groups have a direct influence on the individual s purchasing behaviour. These groups have potential of forming the attitude of a person. Working women are largely influenced by their friendship and work groups. These groups exert a variety of influence on women by putting pressure on them to conform to group norms and also guide their behaviour, be it related to going to the parlour or purchasing personal care products and so on. At times, the working women consumers actually behave in a manner in which their group members behave. A number of respondents admitted that their purchases are influenced by the purchases made by their co-workers. If their co-workers buy something from the prominent retail outlets, they also get influenced and buy the same. Reference group expose members to new lifestyle and create pressure to choose certain products or brands. So, it becomes important for the marketers to understand and examine the influence of reference groups on the working women, that is, both the influence of the group on the working woman consumer and the personal influence exerted by her on another. (c) Sub-culture Sub-culture is Culture within cultures. It may be based on religion, language, age, geographic region, occupation and many other differences. In the present study region, age and occupation were 198

3 included in sub-culture. The individuals of a particular sub-culture may show different consumption patterns related to their lifestyle, financial ability, food preference, reading habits, purchase of specific brands, purchase time, store patronage, etc. 1 For example, the working women culture has quite distinct values and buying characteristics than nonworking women. Analysis of sub-culture enables marketers to segment their markets and fine-tune their marketing mix strategies to meet the specific needs, motivations, perception and lifestyles shared by them 2. (d) Social Class Buying behaviour of consumers is determined by the social class to which they belong. The upper class, middle class and lower class differ in their buying behaviour. Upper class consumers want high-class goods to maintain their status in the society. Middle class consumers purchase carefully and collect information to compare different brands in the same line and lower class consumers buy on impulse. The members of a given class share a common lifestyle and behaviour standards. They prefer to do their shopping in a particular mall and patronize selected shops 3. Social class is an important variable in determining where a consumer shops 4. Analysis of the characteristic features of the social class, will help the marketing managers to gain a better understanding of its target market and thereby the consumption pattern adopted by the particular class. 199

4 B. ANALYSIS AND INTERPRETATION The respondents were asked to indicate the intensity of importance of social-cultural factors in buying decisions for soap, detergent powder, toothpaste, body lotion, hair oil, perfume and deodorant, edible oil, tea and milk. The intensity of importance of personal factors was mentioned into the following four measurement scale: M 1 = for most important M 2 = for moderately important M 3 = for a little important M 4 = for not important at all The weighted mean were calculated for different social-cultural factors in order to know the common general importance of these factors affecting buying behaviour. The following weights were assigned according to the intensity of importance for calculating weighted means: 3 for most important, 2 for moderately important, 1 for a little important and 0 (zero) for not important at all. (a) Role of Social-Cultural Factors in Buying Decisions for Soap As revealed by the weighted means shown in the Table V-1, the order of common general importance of different social-cultural factors among the respondents of government sector was in the following order: type of family, social class, reference group and sub-culture. The order of common general importance of social-cultural factors among the private 200

5 TABLE V-1 Importance of Social-Cultural Factors in Buying Decisions for Soap Factors Number of Respondents Government M 1 M 2 M 3 M 4 Total Weighted Mean of Scores Private M 1 M 2 M 3 M 4 Total Weighted Mean of Scores Type of Family 136 (54.4%) 98 (39.2%) 14 (5.6%) 02 (0.8%) (36.8%) 124 (49.6%) 28 (11.2%) 06 (2.4%) Reference Group 13 (5.2%) 213 (85.2%) 24 (9.6%) (12.8%) 218 (87.2%) Sub- Culture 12 (4.8%) 54 (21.6%) 116 (46.4%) 68 (27.2%) (6.4%) 50 (20%) 138 (55.2%) 46 (18.4%) Social Class 88 (35.2%) 107 (42.8%) 39 (15.6%) 16 (6.4%) (34%) 113 (45.2%) 28 (11.2%) 24 (9.6%)

6 sector respondents was as follows: type of family, reference group, social class and sub-culture. Thus, type of family was considered the most important factor by the respondents of both the sectors, but its importance was greater in the government sector. Social class occupied second place in order of importance in government sector against its third place in the private sector. The rank in the order of importance of reference group was third in the government sector, whereas its rank was second in the private sector. Sub-culture attained fourth place in order of importance in both the sectors but the importance was slightly greater in the private sector. In the study, the respondents belong to three different types of families viz., nuclear family, joint family and single parent family. The percentage of female respondents who belong to nuclear family is 71.4% whereas 23% respondents live in joint family and remaining 5.6% are single parent family. Family influence helps in learning preferences towards brands of soap, price-quality-value judgements, choice of stores and meaning of marketing communication / messages. Some of the respondents living in joint family are of the view that joint family has an established purchasing pattern which has been imprinted on their minds, so they are influenced by family norms in purchasing soap. The role of family members in decision making process differs from family to family and from product to product. In the family decision making process there may be the role of influencers, deciders, buyers, users and disposers. Majority of the respondents assume the role of decider and buyer, 202

7 however they are not the sole users. In other cases the role of decider may be performed jointly by two or more family members. Type of family was considered as the most important socialcultural factor by 136 (54.4%) respondents of government institutions and 92 (36.8%) respondents of private institutions, while it was counted moderately important by 98 (39.2%) government sector respondents and 124 (49.6%) private sector respondents. Only 14 (5.6%) respondents of government sector and 28 (11.2%) of private sector considered type of family as a little important factor in buying decisions. The number of respondents who indicated it as not important at all was 02 (0.8%) in government sector and 06 (2.4%) in private sector. The weighted mean in government and private sector was 103 and 92 respectively. Man as a social human being interacts with his friends, colleagues, neighbours, work groups, shopping groups, social and professional organisations for various reasons and purposes. Such persons / groups serve as a reference point in forming values, attitudes and behaviour. Thus, reference groups influence consumer s buying behaviour. Most of the respondents are of the view that after family their friends are most likely to influence them in making buying decision for soap. Working women spend more than forty hours per week at their job. This period of time provides ample opportunity for work groups to serve as a major influence on the consumption behaviour. Companies engaged in nondurable products direct their sales personnel to approach working women 203

8 at their place of employment. Celebrities are another important reference group. Celebrities particularly cricket icons and cine stars are powerful force in creating interest in purchasing various products. Hindustan Unilever Limited spends enormous sums of money to have Katrina Kaif for promoting its Lux soap, with the expectation that the viewing audience will react positively to the celebrity's association with its soap. Nearly two-fifth of respondents admitted that movie stars, other celebrities and common man appeal had influenced their buying behaviour. 19% respondents are influenced by friendship groups, 27% by work groups and remaining 14% are influenced by retailers in their buying decision for soap. Friends and colleagues provide companionship and opportunities to discuss problems that a working woman may be reluctant to discuss even with her family members. The preferences of friends and colleagues are an important influence in determining the brands of bathing soap. Out of 500 respondents, 45 [13 (5.2%) of government sector and 32 (12.8%) of private sector] indicated reference group as most important and 431 [213 (85.2%) of government sector and 218 (87.2%) of private sector] mentioned it as moderately important. 24 (9.6%) respondents of government sector stated reference group as a little important. Sub-cultural factors undertaken in the study were occupation, region and age. The respondents were classified age wise as youth, 204

9 middle aged and upper middle aged. Respondents of different age groups consider age factor while making purchase decision for soap but its importance is lesser than that of family, reference group and social class. Youth are more quality conscious. They tend to change the brand when a new brand appears in the market or there are improvements in an existing alternative brand. It was also found that majority of the youth have been using different brands of soap. Brand loyalty is high among the middle age private sector females compared to their counterparts in government sector. Working females belonging to government sector purchased some other brand if they don't get the specific brand of soap. Upper middle aged respondents are quality, price and brand conscious. Their first preference is quality, second for price and third for brand. About two-third of the executives and professionals have a tendency to use different brands of soap viz., Dove, Vivel, Pears. When asked why they brought the soap that they did, the most common response was quality. Three-fourth of the nurses and sixty five percent teachers were strict to their specific brands. A large number of respondents belonging to ministerial services were price conscious. The Table V-1 reveals that among the government sector respondents, only 12 (4.8%) stated sub-culture as most important factor influencing their buying behaviour. 54 (21.6%) respondents regarded it as moderately important, 116 (46.4%) as a little important and remaining 68 (27.2%) as not important at all. Among the private sector respondents,

10 (6.4%) indicated sub-culture as most important, 50 (20%) as moderately important, 138 (55.2%) as a little important and remaining 46 (18.40%) as not important at all. The weighted mean of government sector respondents was while it was in case of private sector respondents. Social class is another social-cultural factor which exerts influence on buying decisions of respondents. Table V-1 depicts that amongst respondents of government sector, 88 (35.2%) considered social class as most important, 107 (42.8%) as moderately important, 39 (15.6%) as a little important and remaining 16 (6.4%) as not important at all. The table further reveals that, out of respondents of private sector, 85 (34%) considered social class as most important, 113 (45.2%) as moderately important, 28 (11.2%) as a little important and the balance 24 (9.6%) as not important at all. The weighted mean of this factor was in government sector and in private sector. It was found during the empirical survey that the upper class tends to buy high priced soap and not to take advertisements for granted. They were also less prone to be influenced by sales promotion activities. Besides they read specialised journals, international magazines and get information regarding non-durable items. The middle class is the largest consuming class in India. The middle class respondents generally buy whatever is popular and fashionable in style. They stick with widely liked brands. They tend to be more forthcoming in making use of newly 206

11 launched brands. Lower class is the class of blue collars. The lower class is composed of skilled and semi-skilled workers, unorganized labour, unskilled workers, casual labourers and class IV employees. Most of the income of this class is spent on food and other necessities of life. It was found that lower class members are easily influenced by rumors and gossips. They know little about product specifications. They generally tend to buy early in the day or purchase after completing their day s job. (b) Role of Social-Cultural Factors in Buying Decisions for Detergent Powder Table V-2 clarifies that the order of importance of different socialcultural factors was uniform in both the sectors. As shown by the weighted means of score the government as well as private sector respondents indicated their common general importance of different social-cultural factors in the following order: type of family, social class, reference group and sub-culture. In order of importance, type of family stood at first place, but its importance was slightly greater amongst government respondents. The weighted mean of this factor was in government sector while it was in private sector. In government sector, 101 (40.4%) respondents considered type of family as most important and 149 (59.6%) as moderately important. In the private sector, 74 (29.6%) respondents indicated it as most important, 140 (56%) as moderately important and 36 (14.4%) as a little important. The respondents of both 207

12 TABLE V-2 Importance of Social-Cultural Factors in Buying Decisions for Detergent Powder Factors Number of Respondents Government M 1 M 2 M 3 M 4 Total Weighted Mean of Scores Private M 1 M 2 M 3 M 4 Total Weighted Mean of Scores Type of Family 101 (40.4%) 149 (59.6%) (29.6%) 140 (56%) 36 (14.4%) Reference Group - 78 (31.2%) 67 (26.8%) 105 (42%) (15.2%) 108 (43.2%) 104 (41.6%) Sub- Culture - 53 (21.2%) 85 (34.0%) 112 (44.8%) (16.4%) 77 (30.8%) 132 (52.8%) Social Class 82 (32.8%) 154 (61.6%) 08 (3.2%) 06 (2.4%) (32.8%) 105 (42%) 39 (15.6%) 24 (9.6%)

13 the sectors said that family influence helped them in learning pricequality-value judgements and preferences towards brands of detergent powder. The respondents living in joint family felt that they were influenced by family norms in purchasing detergent powder. On the other hand unmarried respondents who were living separately from their parents due to their job were less influenced by family norms. Reference group was given third place in order of importance by the respondents of both the sectors. But the importance was significantly greater in the private sector. The weighted mean of reference group was in government sector whereas in private sector. Out of respondents of government sector, 78 (31.2%) considered reference group as moderately important, 67 (26.8%) as a little important and 105 (42%) as not important at all. Out of private sector respondents, 38 (15.2%) considered it as most important, 108 (43.2%) as moderately important and remaining 104 (41.6%) as a little important. When respondents were asked to specify which reference group was the most influential in making purchase decision of detergent powder for them, out of 500 respondents belonging to both government and private sector, 26% opined that friendship group had influenced them most, whereas 24% were influenced by work group, 15% by celebrities, 8% by expert appeal, 20% by retailers and remaining 7% by common man appeal. Majority of the respondents of both the sectors considered friendship group and work group as the most influential reference groups. 209

14 Sub-culture was ranked at fourth place by the respondents of both the sectors in order of importance. The weighted mean of scores of this factor among government sector respondents was 31.83, whereas it was with regard to private sector respondents. Out of government sector respondents, 53 (21.2%) considered sub-culture as moderately important, 85 (34%) as a little important and 112 (44.8%) as not important at all. Among the respondents of private sector, 41 (16.4%) regarded it as moderately important, 77 (30.8%) as a little important and remaining 132 (52.8%) as not important at all. Thus none of the respondents in both the sectors regarded sub-culture as most important factor. On the basis of age group, the respondents of age group of 21 to 35 years were more quality conscious and they preferred to adopt new brand when it appears in the market. It was found that most of them were using Surf Excel and Ariel. Respondents of middle age were seen as home loving persons who enjoyed purchasing detergent powder of that particular brand which would add to the joy and comfort of their family. The respondents of upper middle age opined that they preferred such brand which is easily available at the nearest retail store and which is friendly to the washing machine. On the basis of the occupation, the respondents engaged in different professions or holding key posts in organisations purchased detergent powder of multinational brands. The respondents engaged in teaching, nursing and ministerial services considered price as important 210

15 factor while making their purchase decisions. On geographical basis, differences were not found among respondents of all seven divisions regarding purchase of detergent powder. The social class factor occupied second rank, in order of importance, in both the sectors. However, the government sector respondents attached greater importance to this factor in comparison to their counterparts. Among respondents of government sector, 82 (32.8%) considered social class as most important, 154 (61.6%) as moderately important, 08 (3.2%) as a little important and remaining 06 (2.4%) as not important at all. Among respondents of private sector, 82 (32.8%) regarded it as most important, 105 (42%) as moderately important, 39 (15.6%) as a little important and the rest 24 (9.6%) as not important at all. The weighted mean of social class was in government sector and in private sector. When a query was posed to the respondents about their place of purchase of detergent powder, 63% lower class respondents preferred to make the purchase of detergent powder at nearest Kirana store. The respondents next preference was sales agent who supplied the product at home. 61% middle class respondents prefer to make the purchase at nearest Kirana store. On being asked the place of purchase of detergent powder, about 65% respondents of upper class said that they purchased from Mall, 20% from shopping websites, followed by traditional shops as answered by 15%. This answer gives the insights into buying behaviour of females regarding Mall mania and craze for shopping there because 211

16 they get variety, brands, fixed price etc. at one place. All the more the pleasure of shopping is enhanced because of cine-plex and eating joints, fast food chains like McDonald's, Pizza Hut and the likes. (c) Role of Social-Cultural Factors in Buying Decisions for Toothpaste As revealed by the weighted means, shown in Table V-3, the order of common general importance of different social-cultural factors was similar in the two areas i.e. reference group, type of family, social class and sub-culture in buying decisions for toothpaste. Reference group was considered as the most important social-cultural factor but its common general importance was slightly greater in the private sector. 106 (42.4% out of ) respondents of government sector and 118 (47.2% out of ) respondents of private sector considered reference group as most important factor, whereas 70 (28%) of government sector and 76 (30.4%) of private sector respondents indicated that they were moderately influenced by reference group. The number of respondents who considered reference group as a little important was 42 (16.8%) and 35 (14%) in government and private sectors respectively. 32 (12.8%) and 21 (8.4%) working women of government and private sectors respectively did not pay any attention to reference group. The respondents were asked to mention the reference group that has influenced them the most in buying decision for toothpaste. Among 500 respondents, 44% were influenced by expert appeal in their buying 212

17 TABLE V-3 Importance of Social-Cultural Factors in Buying Decisions for Toothpaste Factors Number of Respondents Government M 1 M 2 M 3 M 4 Total Weighted Mean of Scores Private M 1 M 2 M 3 M 4 Total Weighted Mean of Scores Type of Family 61 (24.4%) 92 (36.8%) 56 (22.4%) 41 (16.4%) (18.4%) 81 (32.4%) 67 (26.8%) 56 (22.4%) Reference Group 106 (42.4%) 70 (28%) 42 (16.8%) 32 (12.8%) (47.2%) 76 (30.4%) 35 (14%) 21 (8.4%) Sub-Culture - 21 (8.4%) 52 (20.8%) 177 (70.8%) (14.4%) 38 (15.2%) 176 (70.4%) Social Class 42 (16.8%) 93 (37.2%) 44 (17.6%) 71 (28.4%) (28.8%) 63 (25.2%) 23 (9.2%) 92 (36.8%)

18 behaviour. Results of the study indicated that 24% respondents were influenced by their work group, 13% by friendship group, 10% by celebrity endorsements and 9% women were influenced by others in their buying behaviour. Table V-3 further depicts that type of family was ranked at second place in order of importance in both the sectors. The weighted mean of scores was in government sector and in private sector. During the investigation, 107 respondents [61 (24.4%) of government sector and 46 (18.4%) of private sector] reported that type of family was the most important factor which influenced their buying behaviour. 173 respondents [92 (36.8%) of government sector and 81 (32.4%) of private sector] indicated it as moderately important and 123 respondents [56 (22.4%) of government sector and 67 (26.8%) of private sector] as a little important. Type of family was not the concern of 97 respondents [41 (16.4%) of government sector and 56 (22.4%) of private sector] while purchasing toothpaste. About 60 per cent respondents opined that they were initial taker in buying toothpaste. As an influential member of the family they not only recommend the purchase of a particular brand but also play the main role in actual buying. It was also found that in nearly one-tenth of cases the husband was the final decision maker. It was also revealed that in about 30 per cent of cases, both husband and wife made joint decisions. The children have also a significant role in influencing the buying decision for toothpaste. 214

19 Social class was ranked at third place, in order of importance in buying decisions for toothpaste. The weighted mean of scores was in government sector and in private sector. Thus, the importance of this factor was equal in both the areas. The number of respondents who regarded social class as most important was 114 [42 (16.8%) of government sector and 72 (28.8%) of private sector]. 156 respondents [93 (37.2%) of government sector and 63 (25.2%) of private sector] considered it as moderately important and 67 respondents [44 (17.6%) of government sector and 23 (9.2%) of private sector] as a little important. 163 respondents [71 (28.4%) of government sector and 92 (36.8%) of private sector] admitted that the factor social class has no importance in their buying decision. The information was obtained from the respondents about the place they buy their toothpaste from. The findings reflect that lower class respondents buy toothpaste at the nearest Kirana store. The respondents of middle class prefer to make their purchase at Department stores / Kirana stores and from other place of purchase. The upper class respondents generally prefer to make the purchase of toothpaste at Super Markets, Big Bazaar and Reliance Fresh. It was also found that some respondents use medicated toothpaste on the advice of dentist to avoid dental problems. They purchase the product from medical stores. Overall 215

20 it can be concluded that Kirana stores and Department stores are the most favoured spots for buying toothpaste. Sub-culture was ranked at fourth place in order of importance in both the sectors. The number of government sector respondents who considered sub-culture as moderately important, a little important and not important at all was 21 (8.4%), 52 (20.8%) and 177 (70.8%) respectively. Among the private sector respondents, 36 (14.4%) regarded sub-culture as moderately important, 38 (15.2%) as a little important and 176 (70.4%) as not important at all. Overall it can be concluded that 70% respondents do not consider the significance of sub-culture. The preference of respondents of age group of 21 to 35 years for selecting toothpaste was mainly based on flavour and brand. The young respondents preferred Colgate, Pepsodent and Close-up in large numbers. The female respondents, nearing superannuation opined that they use herbal toothpaste. The respondents engaged in teaching, nursing and ministerial services preferred discount, extra quantity, price off and other sales promotion tools. The executives and professionals gave importance to herbal contents, long lasting freshness and good foam. On the basis of geographical division it was found that the respondents of Jodhpur and Bikaner Division purchased that brand of toothpaste which promises fluoride protection. 216

21 (d) Role of Social-Cultural Factors in Buying Decisions for Body Lotion As revealed by the weighted means, shown in Table V-4, the order of common general importance of social-cultural factors was uniform in both the sectors i.e. sub-culture, type of family, reference group and social class. It is worthwhile to mention that among 500 respondents, 211 (42.2%) neither purchase nor use the product body lotion. Out of them, 113 (45.2%) working women belong to government sector and 98 (39.2%) to private sector. As 137 respondents of government sector (out of ) and 152 respondents of private sector (out of ) use body lotion so only these have expressed opinion about the importance of the socialcultural factors. Sub-culture stood at the first place in order of importance in both the sectors, but the importance was greater in the private sector. The weighted mean of this factor was in government sector and 67 in private sector. 92 (67.15%) respondents of government sector and 104 (68.42%) of private sector were of view that sub-culture is most important factor, 42 (30.66%) respondents of government sector and 42 (27.63%) of private sector regarded it moderately important. 9 respondents [03 (2.19%) of government sector and 06 (3.95%) of private sector] considered sub-culture as a little important. Each major age sub group of the respondents was considered as a separate sub-culture. It was generally seen that youngsters listen to different music than their parents and grand parents, enjoy different T.V. shows, read different magazines 217

22 TABLE V-4 Importance of Social-Cultural Factors in Buying Decisions for Body Lotion Factors Number of Respondents Government M 1 M 2 M 3 M 4 Total Weighted Mean of Scores Private M 1 M 2 M 3 M 4 Total Weighted Mean of Scores Type of Family 79 (57.66%) 58 (42.34%) (43.42%) 86 (56.58%) Reference Group 42 (30.66%) 79 (57.66%) 16 (11.68%) (37.5%) 78 (51.32%) 17 (11.18%) Sub- Culture 92 (67.15%) 42 (30.66%) 03 (2.19%) (68.42%) 42 (27.63%) 06 (3.95%) Social Class 50 (36.5%) 48 (35.04%) 39 (28.46%) (21.05%) 41 (26.97%) 79 (51.98%)

23 and dress differently. Clearly important shifts occur in youngsters demand for specific type of body lotion as one goes from being a dependent child to a person who is near her retirement. When the respondents of various age groups were asked to mention the brand of body lotion, the respondents of age group 21 to 35 years opined that their favourite brand is Nivea, Dove and Joy. The preference of middle age group (36 to 50 years) respondents was Vaseline, Parachute, Lakme and Himalaya. The favourite brand of body lotion of respondents of above 50 years was Vaseline and Himalaya. Executives, CEOs and other professionals purchase superior brands. They often pride themselves on their sophistication. Respondents belonging to teaching and other similar categories purchase the brands of low price. On the basis of geographical division, it was found that the respondents working at divisional head quarters tend to be more aware regarding body lotion than the other respondents. They tend to prefer leading brands and willing to pay more to get the best brand of body lotion. Type of family was ranked at second place in both the sectors in buying decisions for body lotion. The weighted mean of this factor was in government sector and in private sector which shows that the views of respondents of both the sectors were almost similar. The factor 'type of family' was considered most important by 145 respondents [79 (57.66%) of government sector and 66 (43.42%) of private sector] 219

24 while it was considered moderately important by 144 respondents [58 (42.34%) of government sector and 86 (56.58%) of private sector]. None of the respondents regarded it a little important or not important at all. Buying decisions being autonomous or joint depends on various factors viz., type of family, importance of purchase, perceived risk, time pressure, occupational status and income of spouse and so on. It was observed that nearly three-fourth of working wives were more influential in the purchase decisions of body lotion than their counterparts. Generally, the dominance of working wives increases when their level of education, income and occupational status becomes higher than their counterparts. It was found that newly married couples were more likely to share equally in purchase decisions of body lotion. Furthermore, female adolescent play a more active role in the family decision making process for purchase of body lotion. This trend of influence has occurred as a result of families having fewer children, more dual income couples who can afford to meet the choices of adolescents and the encouragement by the electronic and social media to allow them to express 'themselves'. Reference group stood at third place in order of importance in buying decision for body lotion in both the sectors but the importance was slightly greater in private sector. The weighted mean of this factor was 50 in government sector and in private sector. 99 respondents [42 (30.66%) of government sector and 57 (37.5%) of private sector] indicated reference group as most important, 157 [79 (57.66%) of government sector and 78 (51.32%) of private sector] as moderately 220

25 important and 33 [16 (11.68%) of government sector and 17 (11.18%) of private sector] as a little important. The respondents were asked to mention the reference groups which have influenced them in making the purchase decision of body lotion and the answers were as follows: Reference Groups Percentage of Respondents Friendship Group 21 Work Group 30 Celebrities 17 Expert Appeal 13 The Common Man Appeal 11 Others (Retailer etc.) 8 Total 100 The above data indicate that the first two important reference groups are work group and friendship group followed by celebrity endorsement, expert appeal, common man appeal and others affecting the buying behaviour of respondents. Formal and informal work groups influence working women buying behaviour / brand choices. Members of a formal work group, work together, hence have a sustained opportunity to influence each other s actions related to buying. Informal work groups consist of working women who have become friends due to serving in the same institution, may influence each other s consumption behaviour during lunch breaks. 221

26 Social class factor was given fourth and last rank in order of importance in both the sectors for buying decisions of body lotion. The weighted mean of scores in both government and private sector was and respectively. Out of 137 government sector respondents, 50 (36.50%) termed social class as most important, 48 (35.04%) as moderately important and 39 (28.46%) as a little important. Among the 152 private sector respondents, 32 (21.05%) viewed it as most important, 41 (26.97%) as moderately important and 79 (51.98%) as a little important. The questionnaire given to the respondents requested them to answer about the place of purchase of body lotion. It was revealed that members of different social classes differ in case of the place of purchase of the body lotion. The views of respondents lead us to believe that nearest Retail outlets and Department stores are mostly preferred by middle class and specific branded shops of personal care products are forwarded by the upper classes in making purchase of body lotion. (e) Role of Social-Cultural Factors in Buying Decisions for Hair Oil The social-cultural factors viz., type of family, reference group, sub-culture and social class are considered by the working women while making purchase of hair oil. Table V-5 depicts that the respondents of the two sectors indicated uniform order of importance of different socialcultural factors in buying decisions for hair oil. They indicated their common general importance of social-cultural factors in the following order: type of family, social class, reference group and sub-culture. 222

27 TABLE V-5 Importance of Social-Cultural Factors in Buying Decisions for Hair Oil Factors Number of Respondents Government M 1 M 2 M 3 M 4 Total Weighted Mean of Scores Private M 1 M 2 M 3 M 4 Total Weighted Mean of Scores Type of Family 95 (38%) 80 (32%) 65 (26%) 10 (4%) (31.2%) 97 (38.8%) 56 (22.4%) 19 (7.6%) Reference Group (45.2%) 46 (18.4%) 91 (36.4%) (3.6%) 108 (43.2%) 68 (27.2%) 65 (26%) Sub-Culture - 38 (15.2%) 41 (16.4%) 171 (68.4%) (23.6%) 41 (16.4%) 150 (60%) Social Class 56 (22.4%) 39 (15.6%) 72 (28.8%) 83 (33.2 %) (25.6%) 31 (12.4%) 82 (32.8%) 73 (29.2%)

28 As indicated by the weighted means, type of family stood at the first place, in order of importance in both the sectors but the importance was slightly greater among the government sector respondents. Out of 500 respondents, 173 [95 (38%) of government sector and 78 (31.2%) of private sector] admitted type of family as most important, 177 [80 (32%) of government sector and 97 (38.8%) of private sector] as moderately important, 121 [65 (26%) of government sector and 56 (22.4%) of private sector] as a little important and remaining 29 [10 (4%) of government sector and 19 (7.6%) of private sector] as not important at all. When the respondents were asked to point out who makes the purchase decision of hair oil in the family, majority of them expressed that they took joint decisions. Although in traditional families, dominance of husband / Karta is still yet prevalent. Some respondents viewed that their husbands were more influential in the early stage of married life but over time they have become more assertive in decision making as they have financial leverage. In single parent families, hair oil is purchased keeping in view the need of children and single parent. Social class was ranked at second place in order of importance in both the sectors. The weighted mean of this factor was 53 and 56 in government and private sector respectively. The number of respondents who regarded social class as most important, moderately important, a little important and not important at all was 120 [56 (22.4%) of government sector and 64 (25.6%) of private sector], 70 [39 (15.6%) of government sector and 31 (12.4%) of private sector], 154 [72 (28.8%) of 224

29 government sector and 82 (32.8%) of private sector] and 156 [83 (33.2%) of government sector and 73 (29.2%) of private sector] respectively. Respondents were asked to reveal the place of purchase of hair oil. The majority of the upper class respondents buy hair oil at Department stores. Kirana stores are preferred by most of the middle and lower class respondents. Table V-5 reveals that reference group was given third rank in order of importance in both the sectors. The weighted mean of scores of reference group was in government sector and in private sector. Among 500 respondents, only 09 (3.6%) respondents of private sector placed reference group as most important in buying decisions for hair oil. 221 respondents [113 (45.2%) of government sector and 108 (43.2%) of private sector] admitted it as moderately important, 114 [46 (18.4%) of government sector and 68 (27.2%) of private sector] as a little important and 156 [91 (36.4%) of government sector and 65 (26%) of private sector] as not important at all. Respondents were asked to point out the reference groups which have influenced them in making the purchase decision regarding hair oil. 28% respondents were influenced by friends. They opined that they perceive friends as knowledgeable and experienced and make purchases on their opinion. 25% respondents were of the view that there is a correlation between work group influence and buying behaviour. Celebrities were the main reference group for 12% respondents, 12% 225

30 were influenced by the common man appeal in the ads of electronic and print media and remaining 23% were depend on retailers for reference. Table V-5 reveals that sub-culture was the least important factor in buying decision for hair oil. Out of 500 respondents, none had admitted it most important, 97 respondents [38 (15.2%) of government sector and 59 (23.6%) of private sector] considered sub-culture as moderately important and 82 respondents [41 (16.4%) each from government and private sector] indicated it as a little important. Remaining 321 respondents [171 (68.4%) of government sector and 150 (60%) of private sector] had no influence of factor sub-culture in buying decision for hair oil. The respondents of different age groups were requested to indicate the brand of hair oil they preferred. The first preference of respondents of age group of 21 to 35 years is Bajaj Almond and Dabur Vatika. Majority of respondents of age group of 36 to 50 and above 50 years indicated that they generally purchase Parachute Coconut oil. Respondents working in private sector and getting miserable salaries purchase hair oil in loose form because it is available at comparatively low price as no packing charges are included. Respondents engaged in ministerial, nursing and teaching services preferred brands of low price. Executives, professionals and other respondents of similar category preferred famous brands of hair oil because of the belief in quality and loyalty to brand. Among the seven divisions of Rajasthan, a notable aspect of respondents is that despite the regional distances, they generally follow a common pattern of buying behaviour. Overall it can be 226

31 concluded that Parachute oil is the most favoured hair oil followed by Dabur Amla, Bajaj Almond oil, Navratna oil and Vatika in all the seven divisions of the state. (f) Role of Social-Cultural Factors in Buying Decision for Perfume and Deodorant The weighted means, shown in Table V-6 reveals that the order of importance of different social-cultural factors, in buying decisions for perfume and deodorant, was not uniform in the two sectors. The government sector respondents indicated their common general importance of different social-cultural factors as follows: sub-culture, type of family, social class and reference group. The private sector respondents indicated their common general importance of these factors in the following order: sub-culture, social class, reference group and type of family. Out of 500 respondents, 110 (out of ) of government sector and 132 (out of ) of private sector use perfume and deodorant. Table V-6 reveals that sub-culture was considered the most important factor while making purchase decisions for perfume and deodorant, in both the sectors. It (sub-culture) was ranked at first place, in order of importance in both the sectors, but the importance was greater in the private sector. The weighted mean of scores of this factor was in government sector and in private sector. 113 respondents [41 (37.27%) of government sector and 72 (54.55%) of private sector] indicated subculture as the most important factor in purchase decisions of perfume and deodorant. 97 respondents [59 (53.64%) of government sector and 227

32 TABLE V-6 Importance of Social-Cultural Factors in Buying Decisions for Perfume and Deodorant Factors Number of Respondents Government M 1 M 2 M 3 M 4 Total Weighted Mean of Scores Private M 1 M 2 M 3 M 4 Total Weighted Mean of Scores Type of Family 37 (33.64%) 48 (43.64%) 25 (22.72%) (13.64%) 56 (42.42%) 10 (7.58%) 48 (36.36%) Reference Group - 40 (36.36%) 39 (35.46%) 31 (28.18%) (18.18%) 70 (53.03%) 38 (28.79%) Sub- Culture 41 (37.27%) 59 (53.64%) 10 (9.09%) (54.55%) 38 (28.79%) 22 (16.66%) Social Class 16 (14.55%) 61 (55.45%) 33 (30%) (25.76%) 94 (71.21%) 04 (3.03%)

33 38 (28.79%) of private sector] regarded it as moderately important while only 32 respondents [10 (9.09%) of government sector and 22 (16.66%) of private sector] indicated sub-culture as a little important factor. In Rajasthan distinct regional sub-cultures have arisen due to natural environment, climatic conditions and resources. Rajasthan comprises of seven divisions viz., Ajmer, Bharatpur, Bikaner, Jaipur, Jodhpur, Kota and Udaipur. Respondents of Ajmer and Jaipur division prefer deodorant of Nivea, Dove and Yardley, while most respondents of Jodhpur and Bikaner Division use Sure, Eva and Rexona. Majority of Respondents of Bharatpur, Udaipur and Kota prefer to purchase Nivea, Sure, Spinz, Engage and Rexona. Respondents of different age groups were asked to point out their preference for perfume and deodorant. The findings in this regard are that the behaviour of each age group is different from other age groups. Majority of the respondents who are near their retirement and have noticed the effects of ageing did not prefer to use perfume and deodorant. The respondents of age group of 21 to 35 years generally purchase Nivea, Eva, Spinz, Dove and Fa. Most respondents of 36 to 50 years prefer to use Sure, Rexona, Yardley and Nivea. Within the domain of occupational status, there has been an increasing trend among executives and professionals to spend more on perfume and deodorant. On the other hand school teachers, nurses and women engaged in ministerial services spend 229

34 only a little amount on perfume and deodorants. They mostly use these products on specific social occasions. Social class was given third rank by the respondents of government sector and second rank by the respondents of private sector. The weighted mean of scores of this factor was in government sector and 49 in private sector. Among government sector respondents, 16 (14.55%) indicated social class as most important, 61 (55.45%) as moderately important and remaining 33 (30%) as a little important. The number of private sector respondents who considered social class as most important, moderately important and a little important was 34 (25.76%), 94 (71.21%) and 04 (3.03%) respectively. Through the questionnaire respondents were requested to point out the place of purchase of perfume and deodorant. The majority of upper class working women prefer to purchase perfume and deodorant from Malls. The respondents of middle class prefer to make their purchase at Department stores, Kirana stores and at Malls. Respondents of government sector gave second rank, in order of importance, to the factor type of family, whereas respondents of private sector gave it fourth rank in buying decisions for perfume and deodorant. The number of government sector respondents who indicated type of family as most important, moderately important and a little important was 37 (33.64%), 48 (43.64%) and 25 (22.72%) respectively. Among private sector respondents, 18 (13.64%) viewed it as most important, 56 (42.42%) as moderately important, 10 (7.58%) as a little important and

35 (36.36%) as not important at all. The weighted mean of type of family was in government sector and in private sector. It was generally found that in nuclear family both husband and wife have equal powers as far as decision making process for perfume and deodorant is concerned. In families where consumption is made only by husband / wife, autonomous decision is made in favour of a specific brand by the particular member who consumes the product. However this is not always true. There are instances where the product is particularly consumed by a spouse for which buying decision is taken by his/her counterpart. In single parent families parents are likely to consider and spend more on their children. Respondents of government sector gave fourth rank, in order of importance to the factor reference group, whereas respondents of private sector gave it third rank. The importance of reference group in buying decision for perfume and deodorant was about two times greater in the private sector as compared to the government sector. The weighted mean of reference group was in government sector and in private sector. Out of 110 respondents of government sector, 40 (36.36%) termed reference group as moderately important, 39 (35.46%) as a little important and 31 (28.18%) as not important at all. Among 132 private sector respondents, 24 (18.18%) viewed it as most important, 70 (53.03%) as moderately important and 38 (28.79%) as a little important. 231

36 When the respondents were requested to indicate the reference groups which have influenced them in making the purchase decision of perfume and deodorant, 24% respondents viewed that their purchases were influenced by the choices of their friendship group. They further opined that if their friends buy a new brand, they also get influenced and buy the same. It was found that 34% respondents were influenced by work groups, 27% by celebrities, 11% by common man appeal and remaining 4% by retailers. (g) Role of Social-Cultural Factors in Buying Decisions for Edible Oil The respondents were asked to indicate the intensity of importance of social-cultural factors, viz., type of family, reference group, subculture and social class in buying decisions for edible oil. As indicated by the weighted mean, shown in Table V-7, the working women respondents of government sector gave their common general importance in the following order: type of family, social class, reference group and subculture, whereas the common general importance of these factors in the private sector was in the following order: type of family, reference group, social class and sub-culture. The social cultural factor type of family was given first rank in order of importance in both the sectors. The Table V-7 indicates that among the government sector respondents, 163 (65.2%) stated that 'type of family' is the most important factor that influences their buying decisions, while 87(34.8%) respondents stated it as moderately important. 232

37 TABLE V-7 Importance of Social-Cultural Factors in Buying Decisions for Edible Oil Factors Number of Respondents Government M 1 M 2 M 3 M 4 Total Weighted Mean of Scores Private M 1 M 2 M 3 M 4 Total Weighted Mean of Scores Type of Family 163 (65.2%) 87 (34.8%) (54.4%) 114 (45.6%) Reference Group 22 (8.8%) 68 (27.2%) 46 (18.4%) 114 (45.6%) (18.8%) 92 (36.8%) 47 (18.8%) 64 (25.6%) Sub- Culture - 72 (28.8%) 41 (16.4%) 137 (54.8%) (29.2%) 48 (19.2%) 129 (51.6%) Social Class (53.2%) 48 (19.2%) 69 (27.6%) (38.8%) 42 (16.8%) 111 (44.4%)

38 Out of private sector respondents, 136 (54.4%) accepted it as most important and remaining 114 (45.6%) as moderately important. About three-fourth of respondents opined that they take the decision of buying edible oil. In one-fourth cases, the husband decides which edible oil is to be bought. The role of children was not found significant in most of the cases. Before making the final decision the various alternatives available in the market are discussed and evaluated on the basis of quality, price, taste and health grounds. Reference groups play an important role in influencing the intentions and choices of the edible oil consumers. It was ranked at third place by the government sector respondents against its second rank in the private sector. Out of government sector respondents, 22 (8.8%) felt reference group as most important, 68 (27.2%) as moderately important, 46 (18.4%) as a little important and 114 (45.6%) as not important at all. In comparison to government sector, 47 (18.8%) respondents of private sector indicated it as most important, 92 (36.8%) as moderately important, 47 (18.8%) as a little important and remaining 64 (25.6%) as not important at all. The respondents were asked which reference group had influenced their decision to purchase edible oil. In relation to the above 32% of the respondents decision to buy edible oil was influenced by the retailer, of 24% by common man appeal, of 15% by the expert appeal, of 12% by friends, of 9% by work group and of remaining 8% by the celebrities. 234